engleski

In Search of a New Marketing and Sales Strategy in the Print Media Business

This paper represents the overview of the market situation in print media in Croatia with the special review on using different marketing strategies as a result of a turbulent transitional environment in which the privatization and overtaking of the main domestic publishers by the foreign publishing formations took place. This paper shows the acquisition of Večernji list by the Austrian „ Styria Medien“ and tracks the marketing transformation and intesification of comercialization of printed publications.

Newspaper industry; Cross-cultural differences; Human resources; Sales and marketing strategy

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